With the upcoming release of the Galaxy Book4 Edge, Samsung needed a distinct creative concept to enter the market. With next-level AI processing and integrations, the Galaxy Book4 Edge was set to pioneer a new era for AI computing, providing users with new ways to work, create and play.

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The Edge Between.

The edge between, was a concept crafted to complement the device's exceptional product design, and spotlight the possibilities of on-device AI. The PC's razor-slim build became an integral part of the hero composition and concept, becoming an almost invisible barrier between the real world (right), and our immersive AI landscape (on the left). Artefacts can be seen passing through the device, blurring the lines between reality and possibility.

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Blue poppies and delicate dandelions were selected and developed to add warmth and life to the composition, contrasting the polished hardware. The result pushed the boundaries of traditional Samsung Key Visuals that in the past, relied almost exclusively on on-device creative. The floral compositions were rolled out globally, introducing the AI PC to consumers in iconic DOOH & OOH spaces including Times Square and Piccadilly Circus, among others.